ANSWERS: 2
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I would look and see what the traffic for the particular ezine is, as well as the audience, and then make a decision accordingly.
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The best way to find out is to e-mail the sales department of each e-(maga)zine, which is usually sales@domain.com where domain is the name of the magazine or something close to it. When you e-mail them, just ask what the pricing is for placing ads and they should give you a pricing guide. As far as finding out which is best, I would imagine that like any other business, each of them have discounts or special offers on selling ad space at special times. I'm sure you could get on their mailing list to find out when those specials are offered.
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